Designing with Intention: Rupika Harshwardhan on Slow Living, Sustainability, and the Soul of Handmade Decor

Bengaluru: The scent of freshly carved wood, the quiet beauty of natural textures, and the calm that well-designed spaces can offer—these are the memories that often linger when we step into a home thoughtfully styled with artisanal decor. For Rupika Harshwardhan, these are not just elements of design; they are a way of life. Growing up surrounded by handmade objects, she learned early on that beauty is often found in things made slowly, with care. That philosophy would go on to shape her entrepreneurial journey and become the soul of her brands—CINTA and JODOH.

Rupika is not your typical design entrepreneur. She doesn’t chase trends or believe in mass production. Instead, she leans into timelessness—into creating pieces that carry stories, traditions, and the essence of mindful living. Through her two decor brands, she has created a niche that celebrates authenticity, craftsmanship, and conscious choices. Every collection, every object is a quiet rebellion against the culture of overconsumption. In a world increasingly driven by instant gratification, her work is a reminder that good things—beautiful things—still take time.

As a woman entrepreneur, Rupika also represents a growing movement in India’s design and lifestyle industry—one that is grounded in purpose and led by visionaries who are rewriting the rules. These women aren’t just building businesses; they’re shaping values, communities, and conversations. They’re choosing the slower road, the harder road, because they believe in what they’re creating. And slowly, the world is listening.

In this conversation, I speak with Rupika Harshwardhan about the ethos behind CINTA and JODOH, her approach to sustainable design, and what the future of home decor might look like when we choose to live—and design—more intentionally.

From Elle Decor India intern to founder of two distinctive brands—CINTA and JODOH—what inspired your transition from editorial to entrepreneurship?

My time at Elle Decor India served as a gateway into the world of design, particularly interior design. While I had an initial interest in interiors, being part of the editorial team provided unprecedented access to knowledge and resources. During this period, I immersed myself in extensive reading and research, laying a solid foundation for my future endeavors.

Later, as an editorial assistant, I had the valuable opportunity to engage with design schools across India while working on EDIDA student entries. This exposure inspired me to further my education at the Srishti School of Art and Design and subsequently at CKP, ultimately equipping me with the expertise and vision to establish my two distinctive brands—CINTA and JODOH.

How did your education at Srishti School of Art and Design and Chitrakala Parishad influence your approach to sustainable and artisanal design?

My education at Srishti School of Art and Design and Chitrakala Parishad transformed my approach by challenging me to transcend theoretical design thinking and develop tangible skills. These institutions fostered a unique learning environment that encouraged peer collaboration and skill acquisition through hands-on experience.

On a philosophical level, this educational journey helped me comprehend the profound interconnections between art, design, craft, and culture. I became particularly inspired by the concept of integrating traditional craftsmanship into functional everyday objects—a principle that now serves as the cornerstone of my sustainable and artisanal design approach across both my brands.

What was the initial spark that led you to focus on rattan as your primary medium?

My fascination with rattan as a primary design medium was ignited during my travels throughout Southeast Asia—particularly Malaysia, Vietnam, Indonesia, and Japan. In these regions, I observed how rattan and other natural materials were deeply integrated into everyday life, not as luxury items but as essential elements of daily living. This cultural immersion revealed to me the versatility, sustainability, and timeless appeal of rattan, inspiring me to explore its potential as the cornerstone material in my design practice.

CINTA and JODOH cater to different audiences—children and adults, respectively. How do you maintain distinct design identities while upholding a unified sustainability ethos?

At the core of both CINTA and JODOH lies our unwavering commitment to sustainable materials, which serves as the unifying thread between these distinct brands. While our material choices establish this common foundation, our design approach diverges specifically to address the unique functional needs of each target audience.

For CINTA, our children’s line designs prioritize safety, playfulness, and developmental appropriateness, while JODOH’s adult-focused pieces embrace sophistication and versatility. This deliberate differentiation in functionality according to age group is the primary guiding principle that allows us to maintain distinct design identities while simultaneously upholding our unified sustainability ethos across both brands.

CINTA is known for its whimsical children’s decor, while JODOH emphasizes sophisticated home aesthetics. How do you balance creativity and functionality in your designs?

Our approach to balancing creativity and functionality stems from a deliberate compartmentalization of our two distinct customer segments. This strategic separation allows us to focus our creative energy appropriately—whimsical and playful for CINTA’s children’s decor, sophisticated and refined for JODOH’s home aesthetics.

This clear delineation helps prevent creative overlaps while ensuring each piece serves its intended purpose perfectly. That said, we occasionally allow ourselves the creative freedom to envision CINTA’s imaginative pieces within adult spaces, which sometimes inspires unexpected cross-pollination of ideas while maintaining each brand’s distinct identity and functional integrity.

Could you share the story behind one of your favorite pieces from either brand and what it represents?

Among our collections, the animal figurine baskets from CINTA hold a special place in my heart. These pieces embody the essence of childhood—where functionality meets fantasy. Designed as practical storage solutions that double as whimsical decorative elements, these baskets seamlessly integrate into children’s spaces while encouraging imaginative play.

What makes these pieces particularly meaningful is how they transform everyday organization into an adventure. The animal forms invite children to engage with their environment differently, creating a world where putting toys away becomes part of a larger narrative of wonder and discovery. They represent our core philosophy that functional objects in a child’s space should nurture creativity rather than merely serve utilitarian purposes.

Both brands emphasize eco-friendly practices. How do you ensure sustainability in your sourcing and production processes?

Our dedication to sustainability begins with responsible material sourcing, selecting renewable resources that minimize environmental impact. The handcrafted nature of our production process significantly reduces power consumption compared to industrialized manufacturing.

We embrace traditional methods like sun drying and air drying throughout our production cycle, deliberately choosing these time-intensive approaches over energy-consuming alternatives. While this extends our production timeline—with each piece requiring 2-3 weeks of meticulous handwork to complete—this deliberate slowness is fundamental to our sustainability ethos and deeply valued by the artisan communities we partner with.

This thoughtful approach not only ensures environmental responsibility but also preserves traditional crafting techniques and supports sustainable livelihoods, creating pieces that carry meaningful stories of both ecological mindfulness and cultural heritage.

You work closely with craft communities. How do these collaborations influence your designs and impact the communities involved?

Our collaborations with master craftsmen are integral to our creative process, bringing generations of material knowledge and technical expertise to every piece we create. Rather than imposing designs, we engage in continuous research and development alongside these artisans, creating a dynamic exchange where traditional knowledge meets contemporary vision.

This approach is particularly valuable when developing bespoke pieces, where we must balance client requirements with material possibilities. The craftsmen’s intimate understanding of rattan’s properties—its remarkable versatility alongside its structural limitations in modular applications—guides our design decisions for modern spaces.

These partnerships create a symbiotic relationship: the artisans provide invaluable material wisdom while we offer new applications and market access, preserving traditional skills while creating sustainable livelihoods. The result is a thoughtful fusion of heritage techniques and contemporary design that honors both the material and the hands that shape it.

What challenges have you faced in integrating traditional craftsmanship with contemporary design demands?

Surprisingly, we’ve encountered minimal challenges in harmonizing traditional craftsmanship with contemporary design demands. Our success in this integration stems from maintaining realistic expectations and embracing each project as a learning opportunity.

The key has been our pragmatic approach—understanding the inherent capabilities and limitations of traditional techniques while respecting the artisans’ expertise. Rather than forcing traditional methods to conform to contemporary standards, we’ve found that approaching each design challenge with flexibility and patience allows natural solutions to emerge.

This balanced perspective has enabled us to create pieces that honor craftsmanship heritage while meeting modern functional and aesthetic requirements.

JODOH recently expanded to Bengaluru. How has the reception been, and what are your plans for further growth?

Bengaluru—the Garden City—has welcomed JODOH with remarkable warmth and enthusiasm. The reception has been particularly gratifying as we’ve discovered a customer base that demonstrates genuine curiosity and openness to exploration.

This willingness to embrace innovative design and sustainable materials has been both affirming and enriching for our brand. The city’s distinctive appreciation for craftsmanship and thoughtful living spaces perfectly aligns with JODOH’s ethos, creating a natural synergy that has exceeded our expectations and inspired our vision for future growth in this vibrant market.

How do you navigate the balance between maintaining artisanal quality and scaling your business?

At the core of our business philosophy lies a fundamental understanding that we are not participants in the culture of fast consumption or rapid production. Our deliberate choice to stand apart from this prevailing model guides every business decision we make.

This mindful approach to growth means we prioritize the integrity of our craft over expansion velocity. By respecting the inherent rhythm of artisanal creation—with its necessary time requirements and handcrafted processes—we ensure that scaling never compromises the quality and intentionality that define our pieces.

This commitment allows us to grow sustainably while preserving the authentic artisanal quality that is the essence of both CINTA and JODOH.

What strategies have you employed to educate consumers about the value of handcrafted, sustainable decor?

We don’t see our role as educators—we see it as storytellers and communicators. Handcrafted artistry and sustainability are not just product attributes; they are the very foundation of our brand. Through our visual storytelling, product descriptions, social media, and collaborations, we consistently highlight the care, craftsmanship, and conscious choices behind every piece. Our customers connect with these values deeply—they’re looking for more than just decor; they seek meaningful, mindful additions to their homes. By staying authentic to our ethos, we naturally attract and engage a community that shares our appreciation for sustainable, handcrafted living.

What upcoming trends in home decor excite you, and how do you plan to incorporate them into your brands?

One of the most exciting trends we’re seeing in home decor is the growing demand for highly personalized spaces. Today’s consumers are moving away from cookie-cutter interiors and leaning into designs that reflect their individual stories, tastes, and lifestyles. This shift presents a wonderful opportunity for brands like ours to create pieces with soul—designs that are rich in character and thoughtfully crafted to resonate on a personal level. Whether it’s through bespoke finishes, versatile styling, or custom touches, we’re excited to embrace this trend and offer our customers decor that truly feels like theirs.

What advice would you give to emerging designers aiming to blend sustainability with aesthetic appeal?

My advice would be to start by clearly defining your identity as a designer—know what you stand for and what you want to offer. When you’re grounded in your values, especially around sustainability, it becomes much easier to make thoughtful design choices that are both responsible and visually compelling. Stay consistently honest and authentic in your approach—don’t compromise your principles for trends. True aesthetic appeal comes from designs that are not only beautiful but also meaningful and aligned with a larger purpose. Let sustainability be your inspiration, not a limitation.

Looking ahead, what is your vision for the evolution of CINTA and JODOH in the next five years?

Looking ahead, our vision for CINTA and JODOH over the next five years is to significantly deepen our commitment to research and development. We aim to explore the untapped potential of natural and sustainable materials, pushing the boundaries of what’s possible in conscious design. This means not only refining our existing offerings but also discovering and incorporating innovative, eco-friendly materials that align with our aesthetic and values. Our goal is to evolve in a way that keeps sustainability at the heart of everything we do—creating designs that are not only beautiful and functional but also kind to the planet. Through this, we hope to inspire a more mindful way of living and designing.

In a world increasingly defined by speed and sameness, Rupika Harshwardhan’s approach stands as a quiet but powerful countercurrent. Through CINTA and JODOH, she reminds us that our spaces don’t just reflect who we are—they shape how we live. Her commitment to craftsmanship, sustainability, and intentional design invites us to slow down, choose thoughtfully, and surround ourselves with pieces that hold meaning. As the lines between art, utility, and storytelling blur in the world of decor, Rupika’s vision paves the way for a future where beauty is not just seen, but deeply felt.